A survey shows that Kenya's capital city, Nairobi, tops the list in online food delivery when compared to other African cities.
The survey findings ranked Morocco's Casablanca second, Lagos in Nigeria third, Kampala in Uganda fourth, and Ivory Coast's Abidjan fifth.
The findings also revealed that Kenyans have a high tendency of using their phones and computers to browse, leading to extensive mobile penetration.
Most of the online food delivery business consumers are young urban individuals, who are tech savvy. The age bracket is between 25 and 34 years.
According to the Kenya Food Index Report 2020,
the estimated market size for online food and beverage in Kenya currently is Sh1.8 billion. The report shows that by 2024 the projected market size will be approximately 3.8 billion.
Jumia, a Kenyan-based e-commerce platform says, "This projection is encouraging as it promises job creation and an injection to the local economy - assuming the Digital Economy is allowed to flourish."
With nearly 1,000 restaurant partners, the e-commerce platform has centers in Nairobi, Eldoret, Nakuru, Mombasa, and Kisumu.
Jumia delivers non-restaurant services such as water, gas, groceries, beverages, and pharmacies to consumers' doorsteps.
According to the survey, between March and August 2020, most consumers ordered chicken. Other popularly ordered meals are pizza and burgers.
The Covid-19 restrictions resulted in many families staying at home, and closures of bars and restaurants created many opportunities for home deliveries.
The survey is timely as it falls on World Food Day, that is celebrated on October 16 annually to identify food trends.
Jumia CEO Sam Chappatte said,
“Home delivery from restaurants and supermarkets is growing fast, as more consumers are choosing to order from home or the office and want to avoid crowds. We have been working hard this year to continue to improve our quality of service.”
The average amount of meals bought by Kenyans on Jumia Food is Sh2,000 which is 25% more than what their average online food expenditure last year.
According to the survey report, Kenyans prefer foreign cuisines such as Indian and Chinese meals, as well as burgers and pizzas.
Jumia has tried to minimize food delivery costs through services like Jumia Prime as consumers who subscribe to the service enjoy unlimited free deliveries.
As popular vendors increase their presence on the online platforms, their market share increases and consumers have a variety of meals to choose from when they order.
Example of popular vendors Baba-Nyama- Choma, which is the most popular on Jumia Food, Swahili Plate, Marita’s Bhajias, Wok on Wheels and KFC, which is an international brand.
Jumia Food Chief Commercial Officer, Shreenal Ruparelia said, “We are grateful to all consumers who have supported local restaurants and food vendors since the outbreak and urge them to use online to help sustain businesses during this difficult time."
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